Urgh, COVID-19 really has done a number on us, hasn’t it? 2020 was a ghastly year, and 2021 doesn’t look as though it’s going to be much better. In any case, the world is going to keep spinning and we need to carry on with businesses as usual. Or rather, business as usual as can be!
In this article, we’re going to share some handy tips on marketing your business both through a pandemic and afterwards as well.
How To Market A Business During A Pandemic
The best way to market a business full stop is to create in others, an eager want. In addition to that, you want to solve problems. So, ask yourself this, what can your business do to make the world a better place? How can you help during these trying times?
Let’s say for example, that you sell hot-tubs. You might imagine that hot-tub and Jacuzzi businesses would go under during a pandemic but that doesn’t have to be the case. Bear in mind that tonnes of people are having to stay at home in lockdown, so why wouldn’t they want to have a hot-tub installed?
Further to that, the amount of money that consumers have been spending on luxury items has in fact gone up throughout the pandemic. There are several reasons for this:
- People are saving money from not going out as much and spending money on meals and alcohol
- People are fed up and feel as though they deserve a nice treat (which is fair enough)
- People have been receiving payouts from their respective governments to help tide them over
In any case, people still spend money throughout pandemics. As a business owner, you need to be among them.
Most people will batten down the hatches and try to save money, you have to do the opposite. When everyone else is running, hiding, or simply trying to weather the storm, you need to put yourself out there, double down, and invest more in your marketing. Be present throughout the pandemic and let people know that despite everything, you are still going strong!
So, that’s one thing: increase your marketing spend. But what else can you do to market your business throughout a pandemic?
Nurture your audience
Speak to the people in your community! Take to social media and nurture the relationships that you have. This is a great way of upselling and simply reminding people that you are still in business.
Create an offer
Giving away value during a difficult time might seem like a terrible idea, but providing you are still making a profit, it’s a great way of building trust and generating more business. You don’t have to give away tonnes of money, but a 10% off gesture might be a good idea.
Run a clever social media marketing campaign
Facebook advertising, Instagram ads, LinkedIn; there are many platforms that you can use to increase the amount of business that you generate. Yes, spending extra money on marketing during a difficult time might feel wrong, but if it can keep you afloat while others are cutting their spending, then it’s a clever move.
Keep pushing your SEO
Search engine optimization is all about the long game, and just because there is a global pandemic, it does not mean that you should halt all of your efforts altogether. Sure, you can certainly scale down in the meantime if you need to, but in any case, you should keep working on your SEO. Your organic rankings will help you when the pandemic subsides and life returns to some semblance of normality.
Push your local SEO
One of the blessings that can be taken from this terrible situation is that more and more people are turning to local businesses. Many people recognize the immense pressure that local businesses have been put under during these trying times and thus, they have been making more of an effort to support their local businesses. Make sure that you are working on your local SEO (particularly Google My Business) so that more people in your local area are aware of you.
Turn to E-Commerce
Especially if you have a physical store, turning to E-Commerce sales during these difficult times is the only way to go. A lockdown is in effect in some countries, many people are afraid, unwilling, or simply unable to go out. Does that mean that they should be unable to purchase your products? Absolutely not! Turn to E-Commerce and make sure that you let everybody know that you are still open for business, online.
How To Market A Business After A Pandemic
To be honest, marketing a business after a pandemic doesn’t really need to change much from how you market your business during. You simply need to be present! This means utilizing as many different marketing avenues as possible.
Of course, once it is safe to do so, hosting a physical event is certainly a great way of bringing your local community together and celebrating the fact that it is safe to go outside again! But in any case, nurturing your community via social media, bolstering your email list (with a decent lead magnet), and continuing to communicate with your audience is the way to go.
Many business owners make the mistake of spending as little money as possible on marketing. This is not the way to go, whether in the middle of a pandemic or not. You know the saying: “you have to speculate to accumulate”. Well, that means investing money in your business, not trying to save every single penny that you can.
The only real difference is finding a marketing company that you can trust. Provided that you see a return on all of the money that you invest in marketing, there shouldn’t be any issues.